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The proportion of returning investors is higher. Will you return home to buy a home?

Time: 2018-02-08         Source: Beijing Youth Daily         Author: Beijing Youth Daily

Coming soon to the Spring Festival holiday, many foreign real estate projects are open to the public to meet the home buyers returning home. For most of the foreigners, working in the north, upper, wide, and deep, but also want to return home to buy homes, can not escape is the two folding living space - weekdays in the first-tier cities to fight hard, return to hometown reunion at the end of the year . Therefore, before and after the Spring Festival every year, the “homecoming home ownership” of the second, third and fourth tier cities has become an fixed node of real estate marketing. After the overwhelming “welcome home” routine, the traditional “homecoming home” really caters to Are you currently buying a house?

In fact, many buyers in the first-tier cities are not really returning to their homes. On the contrary, people who are familiar with urban life have been unable to endure the remoteness of their homes and the lack of supporting facilities. Even if you can't buy a home in a first-tier city like North, Shanghai, Guangzhou or Shenzhen, you have to move to a provincial capital city or a hotspot along the high-speed rail. This has become the main form of returning home. These returnees who were born in the county or even in the rural areas, because of the restrictions on the household registration in the first-tier cities, they are not the hometowns, but most of the hotspots in the province, to complete the upgrade of family life.

Return home purchases more developers play family cards

Xiao Wang, who came back to Zhengzhou’s hometown from Beijing in advance, went out to the high-speed rail station, and the oncoming was a large return home advertisement. "Going home for the New Year", "Homecoming plan to warm up the heart", "A year of hard work, reward yourself a suite"...

When talking about this early leave, Xiao Wang told the Beijing Youth Daily reporter that his main purpose was to go back to his home to see the house and prepare to buy a three-bedroom apartment with his parents during the spring. To his surprise, I thought it was just my own personal behavior. I didn't expect that there were so many real estate companies and projects that had made advertisements for returning home buyers to attract buyers like him.

In fact, with the rise in housing prices in first-tier cities, the price of tens of thousands of square meters is often discouraged by the “floating people” who work hard outside. In the face of pressure, many people gradually began to shift their home ownership goals to their hometowns.

In February, many real estate projects in Zhengzhou have launched various preferential activities for returning home buyers: Vanke launched a 10-city linkage to return home, and also provided home buyers for returning home buyers; Evergrande is returning home. Home buyers have prepared a generous gift package, purchase hardcover and up to 60,000 yuan of furniture and famous appliances; Rongchuang also helped the wanderers to go home to reunite and return home, prepare for "homecoming homes", set off a boom in new spring home buyers .

Xiao Liu, a property consultant for a real estate in eastern Zhengzhou, said that developers around the Spring Festival will introduce preferential policies for homebuyers returning home. Now the Spring Festival has gradually become an important node for selling houses. During this period, many buyers who came to see the house were working in Beijing, and they were selected by the Spring Festival.

In addition to Zhengzhou, including Jinan, Xi'an, Shijiazhuang and other places have launched a special advertisement for returning home buyers.

A developer headquartered in Wangjing, but the sales project mainly distributed in Shijiazhuang and Tianjin revealed to the reporter of Beiqing Daily, “Although it is reasonable to take a vacation during the Spring Festival holiday, the sales offices of Shijiazhuang and Tianjin are normal. Open, mainly to cater to the trend of returning home during the Spring Festival. In addition to the Spring Festival couplets and small gifts for the show, the sales office also introduced discounts for returning home buyers, depending on the loan and the full amount of discounts. .

In addition, because its products are mainly high-end villas, the threshold for purchasing houses is relatively high for locals, but it is more acceptable for people returning from Beijing. Therefore, the evaluations made by developers are expected to have 40% during the Spring Festival. The buyers are the people who returned to Beijing.

Returning home buyers are no shortage of "new immigrants"

Although the developers' returning home advertisements are very powerful, if they only think that the buyers are simply making money in the first-tier cities, and returning to their homes to buy houses during the Spring Festival, they will think about returning home.

"In fact, through our observation, it is not just the locals who return home to buy a house. Many people in the surrounding cities and counties and towns work in the first-tier cities, but they are not willing to go back to the county towns where they were born, and have conditions. They will choose second-tier cities like the provincial capital.” The above-mentioned developers said that their recent work focuses on guiding Beijing’s spillover buyers to come to Shijiazhuang.

Although it is unified as a “homecoming guest”, in fact, a large number of “homecomers” are not locals. Many of the “homecomers” who came back from Beijing were new immigrants from townships and even rural areas. These buyers have gained a firm foothold in the first-tier cities through their own efforts. Even if they have the idea of ​​returning home, they do not want to return to the county, and more hope to take root in the provincial capital or the city. For example, people who come out of small towns in Hebei are more willing to choose large and medium-sized cities along the high-speed railways such as Shijiazhuang and Baoding. People returning from Beijing to Henan and Shaanxi have more choices to buy in cities like Zhengzhou and Xi'an. For the locals, this part of the population is both a returning home and a new immigrant.

Last year, the China Economic Data Center of Tsinghua University published the “Urbanized Household Survey Data”, showing that 21.6% of rural households with floating population have bought houses in cities and towns, and more than 80% of new generation farmers’ children choose to be in the county and above. The city settled. More than half of the children of the new generation of peasants are 80 years old. They often do not return to their original place of residence, but migrate to higher-level cities.

Born in a rural or county town, he has a stable job in Beijing, but after returning home during the Spring Festival, he is reluctant to return to his hometown. In addition to living conditions and backward educational resources, the old cities are often not along the high-speed rail, and traffic is blocked. Therefore, the returning home buyers are more willing to choose a relatively high-level city to settle down, and the high-speed rail is more convenient to return to Beijing. This is also an urbanization. It is also the target of our key marketing for returning home buyers. The person in charge of the above-mentioned housing enterprises said.

Although most provincial capital cities or hot cities have limited purchase policies, many cities have opened up gaps in talent introduction. Many people working in Beijing can't get a household registration in Beijing, and they don't want their children to be registered in the hometown. Therefore, it is an option to get the provincial capital or the hotspots in the province through talent introduction.

Although Miss Zhang, who graduated from 2017, has found a job and stayed in Beijing, the school is only willing to reserve more than half a year for her, and then return to the county town of Shangluo, Shaanxi. Seeing that the half-year period is coming, just when Miss Zhang is worried, she suddenly heard that Xi'an City had liberalized the household registration policy at the end of January this year. The graduates of the junior college and above can settle down with their academic qualifications, and even need only ID cards and diplomas to become Xi'an. people. So on January 25, Ms. Zhang took a two-day leave and took the high-speed train back to Xi'an. Because it is a postgraduate degree, the office window only took 5 minutes to handle the account book of Xi'an, and obtained the qualification for purchasing in Xi'an.

"Beijing has no hope of settle down, but it is also a good choice to settle in Xi'an, and it is not necessary to return to the county home." Miss Zhang told the reporters of Beiqing Daily that she had discussed with her parents and prepared to buy a suite in Xi'an during the Spring Festival. Xi'an, she went home to see her parents only need high-speed rail directly to Xi'an, no need to go to the county.

According to the reporter of Beiqing Daily, when there is no restriction on purchase in Xi'an in the first half of 2017, foreigners need to purchase more than 90 square meters of residence before they can settle in, but after the introduction of new talents, the qualifications of colleges and above can be settled and eligible for purchase. , attracted a lot of home buyers.

Not only in Xi'an, but also in Zhengzhou, Lanzhou, Chengdu, Chongqing, Nanjing, Changsha and other hotspot cities, in order to attract talents to relax the household registration system, it also created a return home for a large number of new immigrants working in the north, upper, wide and deep. The possibility of buying a home.

From the behavior of these buyers, it can be seen from the surface that the returning passengers are from the big cities to the second and third tier cities, but from the perspective of the migration of household registration, it is actually the migration from small towns and rural areas to cities. Returning home to home is not a “reverse urbanization” behavior that we think, but a new form of “urbanization”. These homebuyers in rural and county towns have already acquired new life in the first-tier cities. For the enjoyment of urban life, their returning destination is no longer to return to the birthplace, but to return to convenient transportation and complete facilities. The provincial capital and hot cities have completed the upgrade of family life.

The proportion of returning investors is rising

In the wave of returning home buyers, as the local purchase restriction policy and credit are much looser than Beijing, the proportion of investors has also begun to rise.

For example, a person in charge of a project in Changsha told the reporters of Beiqing Daily that a large number of returning customers are working in Shenzhen and Guangzhou, and they are not Changsha themselves. Most of their hometowns are in local counties. With the income level of Shenzhen and Guangzhou, it is very easy to buy a house in Changsha. Even some projects usually have a 30% return to home.

Mr. Huang is an investor in returning home. Although he had a house in Beijing, he was unable to purchase the property, and the instability of the ring of the city made him feel awkward, so turning to his hometown of Zhengzhou became his most important investment last year. "At the beginning of 2017, I used my parents' qualifications to buy a house in Zhengzhou. The unit price was over 10,000, the down payment was 40%, which probably took more than 500,000 yuan in cash. Now it has risen to 20,000 yuan. And the fastest high-speed rail is from Beijing. Only two and a half hours, I think it will appreciate in the future." Mr. Huang said that he chose to return home.

In fact, many people have the idea of ​​Mr. Huang. Mr. Jiang, who is doing sheet trade in Beijing, is a Changsha person. He bought two sets of three-bedroom outdoor and one facade house in Changsha in 2016, but he actually lives and works in Beijing. . For Changsha's home buyers, he believes that the main investment is because Beijing's investment threshold is too high, and Changsha is both a home and a return home, and it is also a retreat for the future. Because of the pollution pollution in Beijing, the plate business is getting harder and harder. If you can't continue in the future, you can go back to your hometown to do business.

The industry believes that there is no shortage of investment demand in returning home buyers. Due to the high income of cities such as North, Shanghai, Guangzhou and Shenzhen, it is not difficult to return to home investment.

In the “Return to Hometown Report (2017-2018)” issued by Anjuke, in Beijing, foreign household registration workers are mostly in the northern regions of Hebei, Henan, Shaanxi, Shanxi, etc., based on the average wage in Beijing, buy a set of 90 The square meter house needs 21.4 years in Tianjin, 12.6 years in Shijiazhuang, 13.3 years in Xi'an, 16.2 years in Zhengzhou, and only 5.7 years in the lowest in Texas. The lower investment threshold makes the proportion of investment increase in addition to the rural complex return home.

Multiple factors promote the tide of returning home

For the enthusiasm for returning home buyers, Zhang Bo, chief analyst of Anjuke, said that the flow of people and the reasons for choosing a home city involve subjective and objective aspects. From the perspective of objective factors, first of all, the national urban development is gradually balanced. Under the condition that the population capacity and employment opportunities in the first-tier cities are becoming saturated, other hotspot cities have exploded with great development potential and guided the wave of returning home buyers. According to data released by the National Bureau of Statistics, many hot cities such as Nanjing and Chongqing have experienced rapid economic growth in 2017. The average GDP growth rate is around 8%, and Chongqing is more than 10%, exceeding the national average.

Secondly, the advancement of technology and the improvement of facilities have accelerated the development of domestic transportation networks. In particular, the construction of the “eight vertical and eight horizontal” main channels will be gradually promoted in the future, so that high-speed railways cover more than 80% of the country's major cities. The convenient and fast way to travel has brought the distance between the “Floating Family” and the home, making it easier to return home.

Third, compared with the higher settlement conditions and restrictions on purchase conditions in large cities, new hotspot cities actively promote talents policies, housing subsidies and other benefits to attract outstanding talents to return home. For example, Chongqing's high-precision talents can enjoy housing concessions, and the subsidy for homes is up to 2 million; Chengdu optimizes the talents settlement system, implements talents to settle down, and establishes talent green cards; Wuhan stipulates that non-Wuhan households can purchase the first in Wuhan with “house tickets”. Set of housing; the first set of high-level talents in Nanjing is not subject to household registration restrictions, undergraduates under 40 years of age directly settled to buy a house.

In addition to the above objective factors, many subjective factors are also important factors for people to choose to return home. For example, taking care of the real needs of their parents, building the emotional needs of their hometown, and the inner ownership of their home life. Zhang Bo believes that it is precisely because of the combined effect of subjective and objective factors that more and more people join the army of returning home buyers. Text / reporter Li Wei

(Beijing Youth Daily)

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